Running my GTX 480's in SLI with my GTX 260 SC right between them, it's nearly impossible to keep this cards cool enough on air

I have to play Metro 2033 with the side cover off and a mid-sized house fan blowing on its highest setting pointed right at the 3 cards. And that's with all 3 cards running at 100% fan speed I will still see 100°C on the first GPU.